HIGHLIGHTS
- who: ub2022-02 from the Department: Department of Communication and Economics University/Institution: University of Modena and Country: Italy have published the paper: Article Title Page, in the Journal: (JOURNAL)
- what: This study investigates and compares consumers' affective and behavioural negative reactions (i.e. negative word of mouth and purchase intention) towards a faulty brand during a values-related crisis and a performance-related crisis by testing the mediation of negative emotions and introducing the moderating role of cultural belongingness (collectivistic vs individualistic). The findings of this study have strong managerial implications defining effective response . . .
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